The Athlete Biz
Several Park City Olympians are enjoying success not only on the ski slopes, but in the business world as well, starting small companies of their own. Olympic ski champion “Ted Shred” Ligety creates signature goggles. Two-time Olympian Jillian Vogtli has a jewelry business. Aerialist Jeret “Speedy” Peterson and running mate Nate Roberts, the 2005 moguls world champion, produce a small line of caps.
Ligety, whose “Ted Shred” nickname was a more appealing ID than the inevitable “Ligety Split” branding by some media, wisely spun off his gold medal, which placed him in a totally different promotional arena. Last summer, he and his ski waxing technician formed Shred, a ski goggles line with distinctive plaid straps and pastel frames. The goggles were the “flavor of the month” accessories among many World Cup skiers this past winter. You can order Shred goggles online at a variety of Web sites.
Peterson designs and makes a line of caps, including a knit cap, a trucker hat with mesh back, and several ball caps, including a pink, black and white camo gem that might be perfect if you find yourself in “Barbieland.”
Peterson says, “There’s no big money in it. Nate and I aren’t gonna pay any bills with what we’re selling so far, but it’s fun to spot someone wearing one of our hats if I’m coming out of the supermarket or wherever. It’s a kick,” he says. www.speedypeterson.com.
Vogtli (www.jewelrybyjillian.com), one of the battalion of freestyle athletes who have settled in Park City, arrived more than a decade ago after graduating from SUNY Brockport, part of New York’s state university system. She quickly established herself as a promising moguls skier, winning the 1996 NorAm moguls title. She’s won at the World Cup level, competed in the last two Olympics and was in her fifth World Championships in March (she placed sixth in duals).
“I’ve always loved precious stones. Even as a little girl I admired them,” Vogtli says. “This started in 2001 when I made a necklace as a gift. It’s still mostly word of mouth and custom design.” Good News: people love her creations. Bad News: she’s still a world-class moguls skier, so training and competing fill much of her dance card, reducing time for more creations.
“Not many people know I [make jewelry],” says Vogtli. “I haven’t put my Web site into any search engine and I’m afraid to dive in too far. I don’t want to be on the [World Cup] and get an order for 100 pieces and know I can’t deliver; that’s a little frightening,” she laughs. Vogtli’s sister has said she’d like to join her in producing the quality jewelry, so that may add a new dynamic to the young business.
“I know I could do well with it, and there’s an audience I can reach, but it’s like my skiing — I do it because I love it.” She paused and giggled. “I’m not making money with either of them yet, but that’ll come.”
None of these young entrepreneurs are ready to challenge Google or Microsoft (yet), but each will tell you they do what they do because it’s fun and a pleasant way to make a few bucks. They’re not paying the mortgage with their take (yet), but they’re learning about the reality of life off snow, and, as Peterson notes, “We can all use that kind of experience.”
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